Students & Alumni

I embarked on this program with little relevance to my original role, simply to challenge myself and step out of my comfort zone. I didn’t anticipate a career transformation: immersion in PR, advertising and marketing – fueled by my classmates’ diverse backgrounds and fresh insights – broke mental barriers and ignited creativity. The interactive, case-study-heavy curriculum empowered me to spearhead real-world business initiatives. Now I stand before the “Family” statue at Sin Hang College, amid a family-themed marketing campaign I’m driving – one that further strengthens ties between Hang Seng and CUHK, the two iconic local brands I’m proud to represent.

My back-to-school experience honed my expertise in managing crises and building robust networks. As a gatekeeper of an international finance firm, I am sustaining a positive brand through 360-degree internal and external communication. The program challenged me to step outside my comfort zone, providing deep insights into reputation management through case studies, role plays and interactions with seasoned Communication professionals. It underscored the pivotal role of strategic communication across industries, equipping me with tools to defuse potential “PR bombs” effectively.

The experience at CUHK, though brief, has been incredibly memorable and invaluable. What impressed me most is the teaching methodology that seamlessly integrates knowledge with practice. Students are afforded ample opportunities to engage with the real business world, like company visits and profound interactions with seasoned alumni and practitioners from diverse industries. The professors are approachable and always encourage us to express our thoughts freely and engage in meaningful dialogues. These experiences, beyond the acquisition of conventional knowledge, are invaluable assets that will undoubtedly enrich my life.

Working in internal communications and corporate event management, my career so far has been centred around harmonising disparate goals and priorities between internal and external stakeholders. The Corporate Communication programme has presented me insights into this wide spectrum of PR and communications, such as crisis management, marketing, and IR. Learning from our lecturers and classmates, we practice how to communicate effectively to achieve our goals. These skills have helped me develop further in my career.

Not only did the programme provide ample opportunities of dealing with practical PR challenges and strategising for corporate communication initiatives, the syllabus also enabled the development of new frontiers, including negotiation and mediation techniques, data analytics, and many more. This programme has equipped me with utile communication skills applicable to many workplace scenarios.